Last year, Gartner Research Vice President Laura McLellan caused a stir
when she predicted that by 2017 chief marketing officers (CMOs) will spend more on IT than CIOs. While this prediction has been the subject of considerable debate – in part, that roughly 70% of all IT spending is allocated
to the care and feeding of existing systems – it nonetheless raises a number of interesting questions given the CMO’s growing clout over discretionary IT investments as companies become increasingly more customer-centric. This includes which role is most likely to wrest control over enterprise mobility decision-making in the short term – the CMO, the CIO, line-of-business leaders (LOBs), or perhaps a rollup of all three.
As it stands, almost 60% of new IT business investments in 2013 involve LOBs, while the 25% of overall IT spending that business leaders control today is expected to rise to 40% by 2016, according to IDC Chief Analyst Frank Gens
. As LOBs and CMOs alike become more deeply involved in setting mobile strategies for their respective parts of the organization, it will be interesting to see who ends up controlling the enterprise budget for mobile or whether and to what extent the enterprise mobility budget is ultimately shared. To that end, who will pull the strings on mobile strategies and oversee their execution?
Whether enterprise mobility solutions
eventually rest with CMOs, CIOs, LOBs or a triumvirate of the three roles, each of the three positions will be able to benefit from the use of a flexible and agile mobile application management (MAM®)
model that respects the rights and privacy of employees who typically own the mobile devices being used while protecting the integrity of enterprise mobile apps
and data that’s owned by the enterprise.
As CMOs, LOBs, and other non-IT decision-makers become increasingly involved in overseeing enterprise mobility efforts, they don’t want to have to become technical experts when it comes to managing, deploying, monitoring, and securing enterprise mobile apps. Mobile application management offers business and functional leaders an effective approach for automating the technical requirements associated with deploying, managing, securing, and monitoring corporate apps and data, allowing them to focus on the execution and management of their strategic initiatives.
This article originally appeared on WIRED Innovation Insights on January 28, 2014.